"Opportunities like Snapchat Discover are a great way for us to
bridge the gap with readers who might have heard of Goop, but not
actually experienced our content," Elise Loehnen, Goop's
chief content officer, told Business Insider.

True to the brand, each weekly issue will focus on women's
lifestyle content — including beauty, fashion and
wellness — and will be produced exclusively for Snapchat while
reflecting Goop’s editorial perspective and voice. The first
edition, which hits Snapchat today, will for example include
stories focusing on relationship advice, tips to achieve
emotional wellness, tasty vegan recipes and holiday gift and
style guides.

Goop is coming to Snapchat once a
week

Goop was launched as a
newsletter in 2008, carrying lifestyle and wellness
recommendations on food, fitness, fashion and beauty. Since then,
it has expanded into its own brand, which includes e-commerce,
product lines, books, summits and even an upcoming print
publication with Condé Nast. But Goop's Discover
channel is an editorial endeavor and will not include shoppable
links to its products, said Loehnen.

Instead, the aim is to extend Goop's audience base and target a
younger audience. Goop's typical readers tend to be between the
ages of 26 and 50, according to Loehnen. Snapchat's audience
tends to skew younger.

"We are hoping to tap into a new, younger demographic," Elise
Loehnen, Goop's chief content officer, told Business Insider.
"And also test new formats for our content that are shorter and
more snackable."

Still, Goop is the first-of-its-kind brand to get its own
Discover channel, and theoretically other marketing-centric
companies dabbling in publishing (like Casper for instance) could
follow suit. But Snapchat maintains that it has no plans to let
advertisers run their own branded Discover channels.

Goop's weekly Discover issues are initially being rolled out to
Snapchat users across the US, Canada, Australia and New Zealand.
But Goop could publish more frequently and broadly if the
audience responds.

"We will primarily be paying attention to time spent
and completion rates, as we want to be sure that our content is
resonating and engaging," said Loehnen. "If it makes sense,
we will move to publishing two issues per week, which mirrors our
current publishing cadence on the site."